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Artistmarknadsföring på Instagram: Fyra kvinnliga popartisters marknadsföring på Instagram
Dalarna University, School of Humanities and Media Studies, Sound and Music Production.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social media has changed the way media and advertising works. This essay explores how artists use Instagram to promote themselves and their music. Twenty posts from four artists were analyzed via content analysis. The purpose was to identify main aspects of their use of the platform and what the response they got was. The result showed that the artists seemed to have a close relationship with their fans, being personal but not private. Posts included obvious advertising, pictures and videos of the artists and interactivity with fans. The response was mainly positive. In conclusion this study shows that artists, and brands in general, will have better success from a marketing standpoint if they continuously post content on Instagram that is interesting, interactive and relatable for their target audience.

Place, publisher, year, edition, pages
2020.
Keywords [sv]
marknadsföring, Instagram, sociala medier, innehållsanalys, musikbransch
National Category
Musicology
Identifiers
URN: urn:nbn:se:du-32064OAI: oai:DiVA.org:du-32064DiVA, id: diva2:1396756
Available from: 2020-02-26 Created: 2020-02-26

Open Access in DiVA

fulltext(686 kB)17 downloads
File information
File name FULLTEXT01.pdfFile size 686 kBChecksum SHA-512
56b032333147cc93e1139cd5498eb15320cba7e865a4c16d7984fce861553b235d3a798aef0dccc0caf17e8d03b1300be425343d7e7ad2a51aeeda3dabd7bcee
Type fulltextMimetype application/pdf

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Musicology

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf